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首页> 外文期刊>Journal of Economics and Sustainable Development >Research on the Negative Spillover Effect of Scandal Type on National Image in Product-harm Crisis
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Research on the Negative Spillover Effect of Scandal Type on National Image in Product-harm Crisis

机译：产品损害危机中丑闻类型对国家形象的负溢出效应研究

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When a product-harm crisis occurs in a multinational company, the negative spillover effect is likely to be larger than a country, affecting the national image of the country of origin and other brands of the country. The results of our study showed that consumers' personality characteristics or way of thinking content could moderate the spillover effect of brand scandal on the country image. Specifically, for the consumers with analytic thinking, ability ( vs. morality) brand scandal had greater impact on country image; for the consumers with holistic thinking，morality ( vs. ability) brand scandal had greater impact on country image. Moreover，this moderation was mediated by consumers' sense of predictability. The research conclusion can bring certain enlightenment and thinking to enterprises, which is more conducive to enterprises to establish accurate contact with consumers and formulate more effective marketing strategies.
机译：当跨国公司发生产品危害危机时，负面溢出效应可能大于一个国家，从而影响原产国和该国其他品牌的国家形象。我们的研究结果表明，消费者的个性特征或思维方式可以减轻品牌丑闻对国家形象的溢出效应。具体而言，对于具有分析思维的消费者，能力（与道德）品牌丑闻对国家形象的影响更大;对于具有整体思维的消费者，道德（与能力）对品牌的丑闻对国家形象的影响更大。而且，这种节制是由消费者的可预测性介导的。研究结论可以给企业带来一定的启示和思考，更有利于企业与消费者建立准确的联系，制定更有效的营销策略。

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